Doritos Australia has launched a brand campaign with its iconic orange dust taking centre stage, showcasing those irresistible 'craveable' moments when Doritos fans say, “stuff the consequences”.
To celebrate Doritos’ iconic dust, these moments have been depicted in a series of out-of-home, print, digital display, and social ads portraying relatable snacking scenarios where concern for Doritos dust-covered-fingers takes a back seat to joy.
Photographer Jordan Kirk captures the essence of these unfiltered Doritos snacking experiences, including scenes such as a bride in her Doritos-dusted wedding dress, a young gent ready for his school formal with his Doritos-covered Boutonniere, a race day attendee with her Doritos-stained fascinator, and more.
Vandita Pandey, chief marketing officer for ANZ at PepsiCo said upon discovering that Doritos fans admit they snack on the triangular favourites in those moments when they shouldn’t but couldn’t resist, the company wanted to find a way which playfully celebrates and empowers those irresistible moments.
"Whether it’s your wedding day or school formal, Doritos is there for every occasion – no matter the consequences," said Pandey.
Yash Murthy, head of creative and consulting at VaynerMedia, said Doritos dust was born to be a symbol of snacking defiance.
"Using social insights to take this tactile product attribute and turn into a provocative campaign to celebrate the product truth around its unique craveability, was as fun as it was a no-brainer," said Murthy.
TRIO planning manager, Ellie Begg, said to be unapologetic through media, the media agency had to ensure that the execution was handcrafted for each creative scenario.
"Through a highly targeted approach, we have been able to overlay contextual targeting to ensure we are reaching our consumers and hero-ing each individual creative in the right, unexpected environment," she said.
Credits:
Brand: Doritos
Senior Brand Manager: Kathryn Miller
Marketing Manager: Sam O’Donnell
Brand Director: Tracy Hardwick
CMO: Vandita Pandey
Communications Manager: Skye Oxenham
Creative Agency: VaynerMedia
Head of Australia: Amy Bradshaw Head of Creative and Consulting: Yash Murthy
Head of Delivery APAC: Jonathan Gerard
Strategy Director: Chrissie Malloch
Business Director: Taryn Vernoy
Senior Account Director: Elyssa Markle
Senior Art Director: Miles Jackson
Senior Art Director: Lehi Curtis
Copywriter: Asela Marcelline
Senior Strategist: Crystal Chen
Post Creative Strategist: Vivien Bui
Senior Project Manager: Clare Dyer
Media Agency: TRIO (PHD Australia)
Group Business Director: Jen Jones
Group Investment Director: Ryan Ambrose
Planning Director: Gilbert Lee
Planning Manager: Ellie Begg
Account Executive: Jessie Vu
Account Coordinator: Tasnia Sheikh
PR Agency: Mango Communications
Managing Director: Tabitha Fairbairn
General Manager: Angela McCann Account Director: Michael Rossiter
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